Cucuietii Credit Card

Creative idea

ING launched a fully digital credit card in a category where innovation quickly becomes old. Instead of another technology claim, we created a live demonstration in Cucuieții din Deal - Romanian slang for “the edge of the world”, but also a real village few knew existed. We integrated local experiences directly into the card’s digital acquisition flow, guiding people from application to authentic food, farms, crafts and workshops they could access and pay for with their new card. Local people, businesses, journalists and creators transformed a functional benefit into a surprising, human and shareable story: open it anywhere, use it anywhere.

Brand name: ING Bank
Advertiser / client: ING Bank
Product / service: Financial Services
Campaign name: Cucuietii Credit Card
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks
Media agency: Dentsu
Production company: Cronicarii Digitali
Agency chief executive officer: Vlad Petre
Chief creative officer: Laura Belc
Creative director: Raluca Eftimie
Art director: Diana Dalimon
Copywriter: Cătălina Dobre
Account director (agency): Ioana Musat
Client account director: Narcisa Luft
Media director: Catalin Gaitanaru
Managing director: Ioana Musat
Strategic planner / strategist: Anca Iuhas
Pr director: Alexandra Radu
Additional company: Saatchi & Saatchi + The Geeks Diana Savin – Art Director Alexandru Tănase – Head of Social Media Francesca Roscolodicu – Senior Client Manager Dentsu Cosmin Mândricel - Digital Media Manager Daria Mateescu - Digital Media Planner Rogalski Marius Cernica - Communication Manager Alexandra Lupu - Communication Consultant ING Diana Mihai – Head of CoE Brand, Marketing and Communications Corina Rusu – Head of Brand & Marketing Department Raisa Beicu – Senior Brand Manager Alina Plătică – Brand Expert Silvia Jalea – Head of Communications Daniela Marin – Senior PR Manager Dana Nacu – Digital Marketing Manager Arina Lazăr – Senior Social Media Manager Andreea Florescu – Media Lead